Anderson Cooper Came Out In The Smartest Way Possible

When Anderson Cooper decided to announce to the world that he's
gay, he showed that he knew a thing or two about personal
branding.

By writing an e-mail to The Dish's editor Andrew
Sullivan — later published — Cooper had complete control
over the medium. He didn't conduct an interview, where a
curveball could've thrown him off, thereby ruling out the
possibility of ad-libing or rambling.

Furthermore, by picking Sullivan's domain to share the news,
Cooper purposefully chose a space where it would be welcomed
(Sullivan
is an openly gay blogger).

"When
you're promoting brand You, everything you do — and
everything you choose not to do — communicates the value and
character of the brand. Everything from the way you handle phone
conversations to the email messages you send to the way you
conduct business in a meeting is part of the larger message
you're sending about your brand."